TeleWeb initiates multimedia consumption measurement in India

In UK, China and Germany digital ad spends have surpassed television, while in the US too the gap is getting bridged. In the US to the gap between television and digital is being bridged rapidly.

With the media consumption pattern changing in India too, it is prudent that media planners measure the consumers’ digital media consumption seamlessly with television measurement.  TAM and IMRB, the leading media & consumer research entities in India have come together to provide 'TeleWeb Audience Measurement', India’s first multi-media measurement service. The data & analytics service will be available to the subscribers for pre-planning of advertising campaigns through a software interface - 'Video Xpress'. TeleWeb Audience Measurement data is fusion of TV Viewership data from TAM India and WAM (Web Audience Measurement) data from IMRB International.

Keeping in mind digital consumption patterns, it would be currently presenting data for three SECs (A, B and CDE) and two age groups (15 to 24 and 25 yrs plus). In the first phase data would be available for six markets.

It would provide consumption analysis as well as campaign preplanning data, which effectively indicates that it would enable understanding of consumption behaviour of target audience, leveraging consumption on different mediums in different day parts and determining preferences across platforms for different audiences. In addition it would also help creating combined plans for television & print, estimating ROIs from different vehicles of promotion, and optimising the plans with the combined usage of two platforms. The new system would measure content consumption through television and three digital screens – computer, tab and mobile.

As to who it would benefit the most, LV Krishnan, CEO, TAM Media Research states, “I think the biggest beneficiaries will be advertisers and media agencies because they will be able to cross span between TV and digital media together unlike in earlier cases where they were looking in silos. It is also effectively going to help broadcasters and web publishers who are putting content online to look at same profiles of audiences on digital platform and kind of consumption they are having for some other content on online site.”

Some of the interesting facts presented at the launch indicate:                                           

• Ad spends on an average has been growing in digital media by about 50% annually, and is expected to get a 10% share of Indian ad market 
• The average monthly reach of Internet in the six metros is about 38% of total TV reach which stands at 56 million
• Internet is consumed in higher proportion by 15-24 yrs, males SEC AB as compared to the television
• Line up for share of consumption for TV and Internet is the same with Mumbai, Delhi and Kolkata being the top three

There has been a lot of buzz on multiscreen media consumption measurement front. ABC has recently announced launch of a digital media measurement service.  BARC too intends launching multiscreen measurement service. Is there space for so many digital + measurement offerings? Krishnan states, “It is necessary. When you look at advertising, share of it on digital platform is increasing and has touched 10 percent which means more and more advertising funds wanting to come into digital. And this is the first step.”

TAM also plans to expand radio and also look radio and online digital data coming together.